Overview

Cutera is a medical device company that designs develops manufactures, markets and distributes aesthetics systems worldwide. Cutera has a distribution agreement in North America for the micro needling product, Secret RF. Secret RF is a micro needling device for aesthetic procedures that provides physicians with more control. it is a new product in North America.

Some of the unique applications include the option of insulated and non-insulated micro needles, a wide range of injury depths, smooth controlled needle motion, and precise temperature management.

All of the applications achieve well-tolerated and precise dermal remodeling results for patients.

Challenge

As part of the overarching product launch campaign strategy which included brand positioning, print, microsite and digital channels, Cutera wanted to clearly communicate the benefits of Secret RF.

First the marketing strategy would target and educate physicians. Second the marketing assets would be repurposed to target patients in waiting areas. Our team created a product launch campaign to effectively communicate the benefits to physicians and patients.

Physicians working at laser or plastic surgery clinics are interested in product features that matter to their patients such as less downtime, additional customization, less pain, faster results, and fewer treatments.

The SecretRF was being manufactured and our team had to create a model as close to the real product as possible. All details do matter!

Solution

Pace Creative developed a branding strategy as well as a communication plan to convey the positioning of SecretRF. We identified key messages around Secret RF to physicians in a simple way. We then identified that a 3D product marketing video would be best to convey the messages in a dynamic and engaging way. We all know that physicians have very little time to waste!

As part of the microsite, the 3D video would be a central piece of the online product launch strategy.

In line with the branding strategy, our team crafted the video script for a 3D product demo using 3D modeled animation. The concept was based on the product naming to make it more compelling.

The 3D animation explainer video focuses on specific features of the SecretRF product. We added motion graphics and the brand elements from the newly established brand identify for the launch of the new product.

From the 3D product model, high resolution photography was created to include to the website, on social media and other digital as well as print assets.

Result

Check out the video below!

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